Public Relations Planning. The rise of PR VSS Communication Industry Forecast: PR and Word of Mouth...
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Public Relations Planning
Public Relations Planning. The rise of PR VSS Communication Industry Forecast: PR and Word of Mouth Spending increasing 12% annually PR can be more effective
The rise of PR VSS Communication Industry Forecast: PR and Word
of Mouth Spending increasing 12% annually PR can be more effective
than advertising in the highly cluttered new media environment
Slide 3
Definitions PR helps an organization and its publics adapt to
each other in mutually beneficial ways PR seeks to win cooperation
of stakeholders More than publicity Managing reputation as an
organizations asset
Slide 4
Different from Advertising Media space not purchased Try to
persuade gatekeepers to cover story Publicity (unpaid) vs.
Institutional advertising (paid) Less control over message content
and audience More credibility; audiences tend to think more
objective and credible Primary focus is to influence attitudes and
engage publics; Differs from advertising where attitude change
strives to change behavior
Slide 5
Future trends in PR Greater Specialization among PR Pros
Globalization and Internationalization Interface with
Advertising/Marketing Internet/Employee Communication More PR work
in Marketing Comm Agencies Greater Intelligence Gathering
Data-Driven Hottest areas High-tech, Finance, Health Care,
Interactive
Slide 6
Online Communications Allows direct, instantaneous connection
between organization and audience Press Kits becoming digital
On-line interviews On-line product launches No media gatekeepers
Development of corporate web sites Email and Intranets - can be
dangerous
Slide 7
Public Relations Planning Needs to link with Situation Analysis
and overall Campaign & Creative Strategies. Based on this, what
are your: PR objectives PR strategies PR tactics Method of PR
Evaluation
Slide 8
PR & The Big Idea In order for your PR messages to
breakthrough, you need a Big Idea It may or may not link to your
Big Idea in your Creative Strategy Ideally, it would ~ making your
program more efficient, effective, and aligned
Slide 9
PR and Publics Internal and external publics Based on
organizational boundaries Primary, secondary and marginal Based on
influence Traditional and future Based on time Proponents,
opponents and uncommitted Based on relationship
Slide 10
Key Stakeholders
Slide 11
Aspects of PR Planning Issue Management Know opinion on key
issues of interest Image and Reputation Management Avoid, manage,
and counter poor publicity Relationship Management Communication
with key stakeholders Crisis Management Have a plan of action and
lead communications Marketing Public Relations Most of what you
will propose and publicize
Slide 12
Public Opinion and Issues Management Monitor public opinion
about issues that are central to the organizations interests What
publics are important? What do these publics think? Can be done in
real time with social media Encompass the evolution of the issue in
planning Potential, emerging issues? Obvious possible hurdles?
Current stage challenges?
Slide 13
How to Do Issue Management Develop programs to communicate to
and with the public about the issues Identify issue trends
Establish companys (or industrys) position Understand issue
evolution and develop a strategy
Slide 14
Corporate Image and Reputation Management Takes a long time to
build; one slip can create a negative public impression Corporate
image is fragile; requires a reputation management program It is
the sum total of a companys identity efforts and stakeholder images
It is earned, not created
Slide 15
Identity to Reputation
Slide 16
Case: United Airlines David Carrolls complains about broken
guitar No response, so made and distributed songs Covered by news,
hit on YouTube and iTunes United responded (press conference,
donated for music education), but not promptly
Slide 17
Relationship Management Managing relationship with stakeholders
Government relations - regulators, legislators, and activists -
lobbying Media relations - media contacts who cover stories on your
category - publicity Employee relations - human resources and
employee unions - internal market Financial relations - financial
markets, financial press, analysts, investors - annual reports
Slide 18
Government Relations Executive and legislature Federal
Government State Government Local Government Lobbying Legislative
Grass-roots Political Action Committees
Slide 19
Employee Relations Online Communication Print Newsletters
Management Publications Employee Annual Reports Bulletin Boards
Internal Video Supervisory communication
Slide 20
Financial Relations Shareholders Annual reports Company mailing
Analysts Annual reports Company visits Presentations Financial
Markets Business press Financial News channels
Slide 21
Crisis Management Surprise Insufficient information Escalating
events Loss of control Increased outside scrutiny Siege mentality
Panic
Slide 22
200911 Toyota Recall Timeline
http://www.msnbc.msn.com/id/35240466/ns/business-autos
Slide 23
Problems with Toyotas Crisis Management Too slow! Always behind
Invisible CEO until one-month after the accident Pre-commitment to
a narrow position, No defect exists Upset important
stakeholdersNHTSA, media, dealers Evasive: withheld
information
Slide 24
Crisis Management: Tylenol Case 7 people diedpoisoned Tylenol
in Chicago Immediately alerted media, health professionals, FDA,
and the public Recalled every Tylenol from entire country (cost
more than 100 million) Halted production and advertising
immediately Triple Sealed tamper resistant package
Slide 25
Communicating in a crisis Speak first and often Dont speculate
Go off the record at your own peril Stay with the facts; no
pre-committed views Be open, concerned, not defensive Make your
point and repeat it Dont go to war with the media Establish
yourself as an authoritative source Stay calm, be truthful and
cooperative Never lie
Slide 26
Marketing through PR Product publicity Product placement
Third-party endorsement Use of spokespersons Trade show
participation Cause related marketing PR advertising
Slide 27
Marketing Public Relations More overlap with advertising More
consumer and sales focused Increase brand credibility w/ consumers
Can involve a combination of advertising, direct mail,
merchandizing materials, as well as innovations in public relations
Product publicity + product placement Endorsements +
Spokespeople
Slide 28
Cause and Mission Marketing Cause marketing - adopting a cause
and sponsoring its fundraising Targets Take Charge of Education
Yoplait Yogurt and Breast Cancer Mission marketing linking companys
philosophy and values to a cause Body Shop - Animals, Environment,
Rights Ben & Jerrys Liberal Political Causes
Slide 29
Nonprofit PR PR to affect attitudes and behaviors toward some
idea or cause Political marketing Social Cause marketing Charitable
marketing Government marketing Private Nonprofit marketing
Association marketing